헤도닉가격 모형을 이용한 패키지관광 가격 분석: 베트남 다낭 사례를 중심으로
Package Tour Prices Using the Hedonic Price Model: Focused on Da Nang, Vietman
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This study analyzes the factors that affect the prices of package tour products through the hedonic price model. Offered by travel agencies, package tours are attractive tourism products for consumers as they include flights, hotels, meals, and local tours. Through package tours, consumers are able to acquire a desired level of integrated services at a reasonable price instead of having to purchase each travel component separately. This study collected and analyzed data on 273 package tour products to Da Nang, Vietnam, which were sold during the second week of March 2023. According to analysis, airline ticket class, hotel category, no-shopping no-tip products, and additional benefits, had significant positive effects on the prices of package tour products. The package tour products with stays at luxury hotels offered business-class flights, and had the largest impact on the dependent variables. On the other hand, while there exists a preconceived notion that products sold through TV home-shopping are cheaper than those sold through other channels, the result of this study is not statistically significant. Through the systematic analysis of various factors affecting the pricing of package tour products, the findings of this study provide guidelines for travel agencies for determining product prices. They also offer consumers a theoretical basis for understanding the pricing structure of various tour products and making informed decisions, based on their budget and preferred quality of flights and hotels.
Abstract
This study analyzes the factors that affect the prices of package tour products through the hedonic price model. Offered by travel agencies, package tours are attractive tourism products for consumers as they include flights, hotels, meals, and local tours. Through package tours, consumers are able to acquire a desired level of integrated services at a reasonable price instead of having to purchase each travel component separately. This study collected and analyzed data on 273 package tour products to Da Nang, Vietnam, which were sold during the second week of March 2023. According to analysis, airline ticket class, hotel category, no-shopping no-tip products, and additional benefits, had significant positive effects on the prices of package tour products. The package tour products with stays at luxury hotels offered business-class flights, and had the largest impact on the dependent variables. On the other hand, while there exists a preconceived notion that products sold through TV home-shopping are cheaper than those sold through other channels, the result of this study is not statistically significant. Through the systematic analysis of various factors affecting the pricing of package tour products, the findings of this study provide guidelines for travel agencies for determining product prices. They also offer consumers a theoretical basis for understanding the pricing structure of various tour products and making informed decisions, based on their budget and preferred quality of flights and hotels.
참고문헌 (41)
- 김영희, "완도 방문 관광객 가치와 관광지 애호도에 미치는 영향: 향토음식 이미지의 매개효과를 중심으로", 해양관광학연구, 16(3), pp.9~28 (2023), 한국해양관광학회
- 김종상, "패키지 여행상품 후기에서 관광객이 평가하는 서비스품질에 대한 의미 고찰 - 여행 후기분석을 중심으로 -", 관광연구논총, 34(4), pp.3~21 (2022), 관광연구소
- 남준호, "계량경제학 이론과 활용" (2021), 홍문사
- 박나희, "헤도닉 가격 모형을 이용한 미국와인 가격 분석", 호텔경영학연구, 27(7), pp.179~198 (2018), 한국호텔외식관광경영학회[DOI]
- 박나희, "헤도닉가격모형을 이용한 에어비엔비 숙박가격 결정요인 분석", 관광경영연구, 22(6), pp.425~442 (2018), 관광경영학회[DOI]
- 박제온, "여행상품 등급에 따른 관광객의 선택속성이 도매여행사 브랜드 만족과 소매여행사 재 구매에 미치는 영향", 관광연구, 27(2), pp.195~214 (2012), 대한관광경영학회[DOI]
- 박정민, "일본방문 단체관광객의 여행상품속성선택에 관한 연구", 관광연구, 20(3), pp.329~350 (2006), 대한관광경영학회
- 오희균, "헤도닉 가격모형을 이용한 서울시 레스토랑의 선택속성 분석: 자갓 서베이 2차 자료의 활용", 외식경영연구, 18(3), pp.7~27 (2015), 한국외식경영학회
- 윤대순, "여행사경영분석에 관한 사례연구", 관광경영연구, 6(2), pp.101~123 (2002)
- 윤문길, "패키지 여행상품 가격결정 및 자원할당 문제 연구", 한국항공경영학회지, 12(2), pp.105~121 (2014), 한국항공경영학회
- 이승훈, "헤도닉가격모형을 활용한 국내 특급호텔 객실가격의 결정요인 분석: 호텔산업의 운영 데이터 및 OTA 데이터 활용", 관광레저연구, 30(2), pp.137~156 (2018), (사)한국관광레저학회
- 이연숙, "항공사의 선호도가 패키지여행상품의 구매의도 및 충성도에 미치는 영향", 관광연구, 33(3), pp.301~316 (2018), 대한관광경영학회
- 김종기, "유비쿼터스 아파트 기능에 대한 선호도 분석 - u-아파트 거주자, 비거주자 및 전문가의 비교를 중심으로 -", 부동산학연구, 14(3), pp.81~98 (2008), 한국부동산분석학회
- 이정헌, "케이블 TV홈쇼핑 여행상품판매 쇼호스트의 구매설득메시지에 나타난 소구전략 유형에 관한 연구 - 언어수사적 내용분석을 바탕으로 -", 관광연구논총, 22(2), pp.99~126 (2010), 관광연구소
- 이준호, "TV 홈쇼핑 여행상품 선택속성이 시청자의 구매의도에 미치는 영향 - 지각된 가치의 매개효과를 중심으로 -", 관광학연구, 42(8), pp.65~84 (2018), 한국관광학회[DOI]
- 임은순, "헤도닉 가격모형을 이용한 레스토랑 가격 결정요인 분석 －뉴욕 소재 레스토랑을 중심으로－", 관광연구저널, 25(5), pp.419~431 (2011), 한국관광연구학회
- 임지아, "MTEs와 관광 만족, 향유, 삶의 만족 간의 구조적 관계연구: 패키지 투어 관광객을 대상으로", 호텔경영학연구, 31(7), pp.215~235 (2022), 한국호텔외식관광경영학회
- 정은별, "서울 소재 특급호텔 객실 요금에 영향을 미치는 주요 호텔 속성에 대한 연구 -헤도닉 가격 모형을 중심으로 -", 관광학연구, 41(3), pp.131~149 (2017), 한국관광학회[DOI]
- 정충영, "공급사슬하에 있는 관광산업의 여행상품 가격결정", 호텔리조트연구, 19(3), pp.215~236 (2020), 한국호텔리조트학회
- 정충영, "Pricing of Package Tours in Tour Industry using a Sequential Game-theoretic Approach", 한국콘텐츠학회 논문지, 23(4), pp.239~251 (2023), 한국콘텐츠학회[DOI]
- 주동근, "관광객의 만족도ㆍ추천의도에 영향을 미치는 여행상품 선택속성에 관한 연구－유럽지역 방문 관광객을 중심으로－", 한국항공경영학회지, 8(4), pp.3~20 (2010), 한국항공경영학회
- 한예진, "TV홈쇼핑의 쇼핑동기, 몰입, 기쁨이구매의도에 미치는 영향", 한국방송학보, 34(3), pp.281~317 (2020), 한국방송학회[DOI]
- 한진석, "근거이론을 기반으로 한 패키지 여행상품 관광자의 갈등경험 분석", 관광학연구, 45(1), pp.83~108 (2021), 한국관광학회[DOI]
- 황명선, "여행상품 구매조건의 선호가치에 따른 최적 여행상품 가격설계 연구", 경영과학, 31(1), pp.27~40 (2014), 한국경영과학회[DOI]
- Aguilo, P., "Determinants of the price of German tourist packages on the island of Mallorca", Tourism Economics, 7(1), pp.59~74 (2001)
- Aguilo, E., "Examining the market structure of the German and UK tour operating industries through an analysis of package holiday prices", Tourism Economics, 9(3), pp.255~278 (2003)
- Alegre, J., "Tourist area : Examining the effects of location attributes on tour-operator package holiday prices", Tourism Management, 38, pp.131~141 (2013)
- Clewer, A., "Price competitiveness and inclusive tour holiday in European cities" (1992), Mansell Publishing
- Espinet, J., "Cruise tourism: a hedonic pricing approach", European Journal of Management and Business Economics, 27(1), pp.101~122 (2018)
- Espinet, J., "Effect on prices of the attributes of holiday hotels : A hedonic price approach", Tourism Economics, 9(2), pp.165~177 (2003)
- Feenstra, R., "Exact hedonic price indexes", The review of Economics and Statistics, 77(4), pp.634~653 (1995)
- Goffi, G., "Does sustainability matter to package tourist? The case of large-scale coastal tourism", International Journal of Tourism Research, 21(4), pp.544~599 (2019)
- Han, W., "Pricing research in hospitality and tourism and marketing literature: A systematic review and research agenda", International Journal of Contemporary Hospitality Management, 34(5), pp.1717~1738 (2022)
- Huong, P., "The influence of memorable tourism experience to revisit intention of domestic tourists : A case study of Danang city, Vietnam", Economics and Business Administration, 12(1), pp.125~138 (2022)
- Lancaster, K, "A new approach to consumer theory", Journal of Political Economy, 74, pp.132~157 (1966)
- Papatheodorou, A., "Exploring competitiveness in Mediterranean resorts", Tourism Economics, 8(2), pp.135~150 (2002)
- Pham Hong, L., "Community-based tourism : Opportunities and challenges a case study in Thanh Ha pottery village, Hoi An city, Vietnam", Cogent Social Sciences, 7(1), pp.1~12 (2021)
- Rosen, S, "Hedonic prices and implicit markets : Product differentiation in pure competition", Journal of Political Economy, 82(1), pp.34~55 (1974)
- Tang, N., "Assessing of tourism service quality for traditional craft villages in Danang City, Vietnam", Cogent Social Sciences, 8(1), pp.1~19 (2022)
- Taylor, P., "Measuring changes in the relative competitiveness of package tour destinations", Tourism Economics, 1, pp.162~182 (1995)
- Thrane, C., "Hedonic price models and sun-and-beach package tours : The Norwegian case", Journal of Travel Research, 43, pp.302~308 (2005)